moments that matter finding the extraordinary in the ordinary

Moments That Matter: Finding the

Extraordinary in the Ordinary

Summary

This report by Facebook provides strategies and tactics for engaging with consumers during

specific moments throughout their lives.

This report also highlights the significance of the “mobile-first consumer.”

Download the full whitepaper @ http://bit.ly/1OcPrTC

Moments That Matter: Finding the Extraordinary in the Ordinary

http://bit.ly/1OcPrTC


Mobile has changed how

brands engage with consumers

"Mobile has delivered us from a mass media world to a personally relevant one - from a world in which marketers would buy TV, magazine and radio ads as a way to reach people based on context to a world in which marketers

can reach individuals based not just on demographics by also passions, behaviors, interests and so on."


“Mobile has given us the opportunity to capitalize on

these very important, highly personal and

uniquely relevant moments. It has never been easier to find

the right people or the right moments.”

Design for “Mobile-First Consumers”(not “Mobile-First Design”).

Getting Tactical – Tip #1

Your digital strategy should consider the consumer whose first touchpoint with your

brand will be on a mobile device.

Getting Tactical Tip #1 - Mobile-First Consumers

Empathy is Required



“Brands can ease the process and position themselves as an ally in this transition by addressing people's moving experience in a personalized way. Brands can also add levity or meaning to what can be an arduous process, poking fun at the universal hatred for packing, for instance, or making moving a time to reflect on memories made or yet to come.”

Create the right content for mobile-first consumers



“Brands can design experiences with mobile-first buyers in mind, providing information in bite-sized, easy to digest, highly visual forms”

Keep Intent in MindGetting Tactical – Tip #2

We use Facebook to discovery what’s new


Getting Tactical Tip #2 – Keep Intent in Mind

“Of those who discover entertainment content on social and video sites, 63% discover music, 66% discover TV shows and 67% discover movies on Facebook. Facebook is also considered a leader in discovery by a factor of 2:1 when compared to other online sources of content.”

A different state of mind on

Facebook


Getting Tactical Tip #2 – Keep Intent in Mind

“People typically visit telco and manufacturers' sites to accomplish tasks that might be associated with a more ‘functional’ state of mind - for example, conducting device research, checking balances or paying bills. But people go to Facebook to connect and engage in discovery. Many show up with a mind that is open to relevant and interesting news from friends and brands alike.”

Become a Real-Time Marketer


Seek out new life moments that trigger action


Getting Tactical Tip #3 – Real-Time Marketing

“We found that the reason people give for buying a new car ("old car," "just feel like a new one") is often not the real reason behind the purchase moment. Instead, it's life-stage moments that are driving purchases.”

Be There for the Entire Customer Journey


Play the Long Game


Getting Tactical Tip #4 – Be There

“The average consumer considers 2.5 types of vehicles and 5 makes before making their car-purchase decision. 60% of people are "in-market" for a car for at least 6 months.”

Consider the Entire Funnel


“Brands can use the power of digital to drive awareness, consideration and intent before buyers make up their minds.”

Getting Tactical Tip #4 – Be There

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